AS Launches 'Brand Refresh'

EyeSky · Mon Jan 25, 2016 11:54 pm

At this link http://bit.ly/1OTdAw1

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I like it - fresh and clean but keeps with the AS spirit

[Edited 2016-01-25 23:15:40 by moderators]

MesaFlyGuy · Mon Jan 25, 2016 11:56 pm

Don't like it as much as the current one, but I do still like it!

Flaps · Tue Jan 26, 2016 12:04 am

I think its definitely an improvement. It looks a lot better than I expected. Have gotten pretty jaded on the brand refreshes over the past decade. This one though I think is ok.

Miami · Tue Jan 26, 2016 12:06 am

Already being discussed: AS Rebranding Teaser (by HiflyerAS Jan 15 2016 in Civil Aviation)

canadianpylon · Tue Jan 26, 2016 12:06 am

Me likey!

Byrdluvs747 · Tue Jan 26, 2016 12:07 am

Failure!!! The colors are blah, and if it wasn't for Chesters face it would say nothing about Alaska. This is what happens when you let millennials paint a plane.

JBo · Tue Jan 26, 2016 12:08 am

I really like this. They refined the typeface yet again, and I really like the refreshed livery.

Proof that you can update an existing brand to make it look great without completely changing it.

stburke · Tue Jan 26, 2016 12:13 am

Quoting Byrdluvs747 (Reply 5):
Failure!!! The colors are blah, and if it wasn't for Chesters face it would say nothing about Alaska. This is what happens when you let millennials paint a plane.

Bow before our digital native superiority and minimalist designs.

ATA L1011 · Tue Jan 26, 2016 12:15 am

Airlinereporter has several pics of it on his Flickr account. https://www.flickr.com/photos/airlinereporter

Boeing778X · Tue Jan 26, 2016 12:17 am

Okay, okay, not bad! Not bad at all! Can't seem to complain about anything

It's fresh and modern for sure!

Love the color palate!

ERJ135 · Tue Jan 26, 2016 12:29 am

Well this is a very pleasant surprise. And while this my not be to every ones taste it could have been oh so much worse, China Eastern anyone?
They can be proud of this one, it keeps the main elements and a modern clean look with some colour.

N766UA · Tue Jan 26, 2016 12:29 am

I like it! Makes the current livery look positively ancient. The only thing I dont like is the saintly halo around the Eskimo... just looks a little weird.

Would look great on the dashes.

phxa340 · Tue Jan 26, 2016 12:31 am

Quoting Byrdluvs747 (Reply 5):

Great refresh. God knows us millinials can't screw up things more than the boomers did even if we tried.

coolian2 · Tue Jan 26, 2016 12:31 am

Quoting Byrdluvs747 (Reply 5):
millennials

Twice you've used that phrase to bitch about Alaska. You might want to get that chip off your shoulder.

threeifbyair · Tue Jan 26, 2016 12:37 am

The green-teal-blue-navy in the aft fuselage is kind of weird looking.

Maybe (probably) I'll get used to it, but I feel like it could go straight to navy without the other colors.

fly_yhm · Tue Jan 26, 2016 12:38 am

I think it looks great. I didn't know they were doing this so it was a nice surprise.

Byrdluvs747 · Tue Jan 26, 2016 12:38 am

Quoting coolian2 (Reply 13):
Twice you've used that phrase to bitch about Alaska.

I'll most likely use it in the future now that I'm forced to look at this nonsense for another two decades.

RyanairGuru · Tue Jan 26, 2016 12:40 am

Quoting Byrdluvs747 (Reply 5):
This is what happens when you let millennials paint a plane.

Funnily enough those same "millennials" are the fastest growing market for air travel in the US right now, and they are - relatively - even more important on the Left Coast because of the prominence of tech and other industries where "millennials" are statistically overrepresented.

EddieDude · Tue Jan 26, 2016 12:40 am

Quoting Flaps (Reply 2):
I think its definitely an improvement. It looks a lot better than I expected. Have gotten pretty jaded on the brand refreshes over the past decade. This one though I think is ok.

I agree with Flaps. I think it was a cautious and evolutionary move, but it really makes the branding more contemporary. I like it.

Quoting threeifbyair (Reply 14):
The green-teal-blue-navy in the aft fuselage is kind of weird looking.

I was thinking that maybe those colors are supposed to make people think of the northern lights...

Byrdluvs747 · Tue Jan 26, 2016 12:44 am

Quoting stburke (Reply 7):
Bow before our digital native superiority and minimalist designs.

Anyone can do minimalist. It doesnt take a genius to do less. AS should have taken some cues from Hawaiian and Fiji Airways to incorporate some more "Alaska" into the livery.

PDX88 · Tue Jan 26, 2016 12:45 am

The tail looks great, definitely looks and feels like a cold Alaska night with the northern lights overhead. But that's a lot of white fuselage, 80% of the plane looks as bland as IB or JL.

jnev3289 · Tue Jan 26, 2016 12:45 am

It gets my vote of approval!

steex · Tue Jan 26, 2016 12:47 am

Quoting Byrdluvs747 (Reply 5):
The colors are blah, and if it wasn't for Chesters face it would say nothing about Alaska.

I'm not sure I would agree that the primary colors of the northern lights "say nothing about Alaska."

DocLightning · Tue Jan 26, 2016 12:50 am

Well, I give it a 8/10. It's fresh, attractive, simpler, and easier to read the name Alaska. The livery is clean and modern while retaining good brand continuity.

I have two main issues. The first is the overall paint scheme. It's this all over again:

So something a bit more original should have been used. I believe that this was a Landor project, as was HA. Formulaic much?

My other issue is with that particular shade of pea soup green. They should have gone with a brighter leaf-green. This looks a little too dull.

EyeSky · Tue Jan 26, 2016 12:51 am

I like how the 'swoop' on the winglets is kind of duplicated on the engines. Very classy without overdoing it.

Byrdluvs747 · Tue Jan 26, 2016 12:53 am

Quoting steex (Reply 23):
I'm not sure I would agree that the primary colors of the northern lights "say nothing about Alaska."

But most people won't think of the northern lights upon seen those colors unless they are told that's what they represent. I'm willing to bet more people think of some tie-in with the Seattle Seahawks upon first glance.

f18raider · Tue Jan 26, 2016 12:55 am

Stunning. Great change

alasizon · Tue Jan 26, 2016 1:00 am

Quoting Byrdluvs747 (Reply 26):
But most people won't think of the northern lights upon seen those colors unless they are told that's what they represent. I'm willing to bet more people think of some tie-in with the Seattle Seahawks upon first glance.

Personally to me, I don't think of either but feel like that rather reflects the Pacific NW in general. One could go with the navy reflecting the ocean, the middle blue reflecting the numerous lakes, rivers and streams, the sky blue reflecting the clear sky (when its not cloudy) and the green reflecting the numerous forests in the PacNW. While the green is a little off color in my opinion, memories of flying into PDX in the late spring are definitely filled with that color.

That being said, blues and greens are very popular colors with millenials and in general right now so it seems like the right move for AS, it makes their branding sleeker while still keeping the heritage in tact.

[Edited 2016-01-25 17:01:29]

rta · Tue Jan 26, 2016 1:06 am

Reminds me of the new WN livery

Byrdluvs747 · Tue Jan 26, 2016 1:09 am

Quoting DocLightning (Reply 24):
It's this all over again:

Some of the best paint to adorn an aircraft.

spahrtan · Tue Jan 26, 2016 1:12 am

As a PNW native, this will be a weird change to get used to. It's ok, could have been worse that's for sure. My main complaint is he front of the aircraft looks so boring, so plain. I wish there was some blue or green coming from the tail up the bottom to the front somewhere to add some color. Tail design is good, still very Alaska, the front is pretty dull though.

[Edited 2016-01-25 17:12:54]

seabosdca · Tue Jan 26, 2016 1:14 am

The main dark blue color is just a bit too light and too green, and I would have liked some kind of color further forward on the aircraft. But other than that, nothing to complain about, and a lot of happiness that the godawful teal color in the old livery is going to go away.

Quoting Byrdluvs747 (Reply 5):
This is what happens when you let millennials paint a plane.

Keep waving that cane like that and you'll hit somebody.

For the record, I'm about 10 years older than any "millenial" and I quite like it.

Quoting DocLightning (Reply 24):
The first is the overall paint scheme. It's this all over again:

OMGZ AS AND HA ARE MERGING!!!

Quoting Byrdluvs747 (Reply 26):
But most people won't think of the northern lights upon seen those colors unless they are told that's what they represent. I'm willing to bet more people think of some tie-in with the Seattle Seahawks upon first glance.

So what would you have that would "represent Alaska?" '70s van mural-style airbrushing of trees, mountains, and bears?

Sparrow787 · Tue Jan 26, 2016 1:23 am

Quoting Byrdluvs747 (Reply 5):

You got that right, the design was carried out by some lady that was in charge of marketing over at starbucks.

AirCalSNA · Tue Jan 26, 2016 1:30 am

The colors and new title look great! I don't like the colors running from the tail down to the bottom of the fuselage ... that's a pretty dated look for 2016 and I think that offsetting only the tail with a contrasting color looks more professional and harmonizes with the shape of the actual aircraft. They also should have kept a more contrasting color for the Eskimo's hood and the detail that signified it was a hood ... now it looks sort of like a random old dude with a halo around his head.

LAX772LR · Tue Jan 26, 2016 1:30 am

I don't get it

...picture Avianca, redone in pastel, with a picture of Bob Marley on the tail--- and you'll basically end up with this.

And yet, AV's livery is universally panned here, whereas this is celebrated. What gives?

Byrdluvs747 · Tue Jan 26, 2016 1:32 am

Quoting Sparrow787 (Reply 33):
You got that right, the design was carried out by some lady that was in charge of marketing over at starbucks.

Quoting seabosdca (Reply 32):
So what would you have that would "represent Alaska?" '70s van mural-style airbrushing of trees, mountains, and bears?

No, but I wouldn't have used a swoosh design from the early 2000's either. This could have easily come out of an elementary school art class.

Look at how FJ incorporated cultural artwork into their livery. Alaska isn't all about bears and trees.

[Edited 2016-01-25 17:41:51]

DarkSnowyNight · Tue Jan 26, 2016 1:33 am

Great work! It's not a masterpiece or anything, but it's a great branding and the colors work very well.

Quoting Byrdluvs747 (Reply 5):

Failure!!! The colors are blah, and if it wasn't for Chesters face it would say nothing about Alaska. This is what happens when you let millennials paint a plane

Hey now. It could've been the work of us GenXers too, you know.

Quoting phxa340 (Reply 12):

Great refresh. God knows us millinials can't screw up things more than the boomers did even if we tried.

That's ok. You guys have a lot of time yet to mess things up. I have faith in you

Quoting Byrdluvs747 (Reply 19):

Anyone can do minimalist. It doesnt take a genius to do less. AS should have taken some cues from Hawaiian and Fiji Airways to incorporate some more "Alaska" into the livery.

Its not minimalist! All that white is clearly representative of all that snow they have up there.

Quoting DocLightning (Reply 24):

I have two main issues. The first is the overall paint scheme. It's this all over again:

Eh? I don't see how you get that.

Quoting DocLightning (Reply 24):

My other issue is with that particular shade of pea soup green. They should have gone with a brighter leaf-green. This looks a little too dull.

Maybe. But it's hard to do green wrong; I think they'll be fine in this one and that it will age well too.

Quoting seabosdca (Reply 32):

For the record, I'm about 10 years older than any "millenial" and I quite like it.

Not quite that old (close though) and I totally agree.

Jamake1 · Tue Jan 26, 2016 1:37 am

Well done Alaska. I don't love the wordmark, but over all, it is a striking refresh of the Alaska brand. The color palate and the swoosh really bring out the best elements of the Alaska livery. I also love all the touch points featured with the new brand identity. This is definitely one of the better brand makeovers of any airline in recent years.

EyeSky · Tue Jan 26, 2016 1:38 am

Quoting seabosdca (Reply 32):
So what would you have that would "represent Alaska?" '70s van mural-style airbrushing of trees, mountains, and bears?

Ha ha! That's a great idea for a new 'retro jet' scheme

It would be nice to see a 'Golden Nugget Jet' retro scheme someday though.

smi0006 · Tue Jan 26, 2016 1:39 am

I love it, looks nice and fresh, but with vintage.

Do staff gets new uniforms?

32andBelow · Tue Jan 26, 2016 1:41 am

Are all of the special liveries staying?

EyeSky · Tue Jan 26, 2016 1:46 am

Quoting smi0006 (Reply 40):
Do staff gets new uniforms?

New uniforms aren't coming for a while. From what I understand, the cabin staff will have ties and scarves featuring the new colors soon. Completely new uniforms are a couple of years off. Stay tuned ...

f18raider · Tue Jan 26, 2016 1:49 am

Quoting EyeSky (Reply 39):
It would be nice to see a 'Golden Nugget Jet' retro scheme someday though.

Tried it a good while back. Looks good, but the one they have now looks great too.

http://i.imgur.com/xjU0rkm.png

RWA380 · Tue Jan 26, 2016 1:50 am

Quoting Byrdluvs747 (Reply 19):
Anyone can do minimalist. It doesnt take a genius to do less. AS should have taken some cues from Hawaiian and Fiji Airways to incorporate some more "Alaska" into the livery.

That's exactly what AS did, AS took the color palate of the Northwest, used a more modern & varied livery & made their own interpretation for their core market.

Quoting PDX88 (Reply 21):
The tail looks great, definitely looks and feels like a cold Alaska night with the northern lights overhead. But that's a lot of white fuselage, 80% of the plane looks as bland as IB or JL.

I think this is what makes the other 20% stand out so well. I am no fan of bland white either, but I often times think what makes or breaks a livery is what the designed part looks lie.

Quoting Alasizon (Reply 28):
Personally to me, I don't think of either but feel like that rather reflects the Pacific NW in general.

I like it & I expect to hate it before I ever saw it, because I'm not a fan of big changes when something is working, but I am pleasantly surprised. Just my 2 cents.

Quoting Alasizon (Reply 28):
That being said, blues and greens are very popular colors with millenials and in general right now so it seems like the right move for AS, it makes their branding sleeker while still keeping the heritage in tact

Don't forget that before the all blue livery AS sported blue & green before, obviously AS is paying homage to their beginnings on the West Coast as well.

Quoting spahrtan (Reply 31):
As a PNW native, this will be a weird change to get used to.

Me too, I have seen two big changes in the AS livery now & honestly each one, surprised me & left me liking what I saw. here's hoping at least one of the planes I fly to Hawaii in November is one of the new 800's with the new paint, but let's face it, even a special livery would make my day.

Quoting seabosdca (Reply 32):
So what would you have that would "represent Alaska?" '70s van mural-style airbrushing of trees, mountains, and bears?

PDX88 · Tue Jan 26, 2016 1:50 am

Quoting LAX772LR (Reply 35):
And yet, AV's livery is universally panned here, whereas this is celebrated. What gives?

I was thinking the same thing, where every new livery is bashed for having a plain eurowhite fuselage, except this livery everyone says is "fresh" and "exciting."

For the record, I think the tail looks great. But, only the tail looks great.

Alias1024 · Tue Jan 26, 2016 1:55 am

I like it. The colors feel right for the company, are contemporary, are not bland eurowhite, and Chester stays on the tail. Overall pretty good.

The only thing that bugs me is that 'k' in the wordmark. I know they were trying to tie it in with the older and even recently revised wordmarks, but it just feels all alone and out of place to me. Hanging out below the rest of 'Alaska' all by itself. The interim has that sharp 's' down there as well, and maybe that is why it didn't feel as jarring. They kept each other company. Even the older version where the 'k' was kicking the 'a' felt more unified to me, but maybe just because I'm so used to it. I can't stop staring at that letter just dangling there under the rest of the word.

My brain rejects it. It's incorrect. Now I know what a kindergarten teacher feels like grading students penmanship assignments. It's not supposed to extend below the bottom line. I want to take a big red pen and write '-1' in a red circle on the front of the plane.

I'm rambling and I need some sleep. I'll get used to the wordmark. Nice job Alaska.

TheRedBaron · Tue Jan 26, 2016 2:02 am

As far as other rebranding have been in the past 5 years I think this one is the most fortunate one. Keeps the original images, gives them a nice refresh and looks modern and simple.

TRB

EyeSky · Tue Jan 26, 2016 2:05 am

They should relaunch Golden Samovar Service!!

https://www.youtube.com/watch?v=eVeRl9rnaqY

[Edited 2016-01-25 18:13:30]

Sparrow787 · Tue Jan 26, 2016 2:10 am

The only problem with the whole re-branding is that not all planes will receive this livery. Those new planes that have been on the line for a month to a year wont be getting the refresh anytime soon.

SkyTeamTriStar · Tue Jan 26, 2016 2:17 am

Okay, all of these airlines who change their liveries to these so-called "swooshes" needs to stop. The swooshes say "nothing" and add NOTHING to their nothing-ness.......puke

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